Town marketing in the Czech and Slovak Republics and the problems of its implementation

Contents:

In the Czech and Slovak Republics town marketing is a relatively new approach to administration and development of municipalities and towns. Th e fi rst eff ort to apply it originated in the second half of 90-ies of 20th century. The fi rst more significant scientific works about town or regional marketing began to appear approximately in a half of 90-ties of 20th century. Th e main topic was the possibility to apply foreign experience in conditions of the Czech and Slovak towns and regions. Th at was mainly searching possibilities of how to apply the foreign experience (German, English and Netherlands). Several works have also arised within the international projects solution. Th e most significant problems which are connected with implementation of the marketing approaches in the Czech and Slovak towns have been summarized on the base of the published studies (see the review of references), as well as both authors´ own experience acquired within their scientifi c-research activities and consultancy. Th ese problems have been considered as the key ones: different interpretation of the term town marketing, insufficient goal orientation of town marketing, lack of funds, insufficiences in spheres of leadership and organization of the marketing process (human resource task), participation of actors and their motivation, insuffi ciently developed Public ? Private Partnership, insufficient use of experts and knowledge, unclear defi nition of town marketing towards the other roles of the town administration and problems with implementation and evaluation of marketing activities. Moreover, there has not been any generally accepted neither theoretical, nor practical concept of town marketing solution. Every town has to fi nd its own concept and at the same time, off course, they should learn from those who are the best in this field. In both countries there are many towns like these.

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